Need for Speed Rivals freeze on PS3

Bought the game since it first launched. First week of playing is working fine. But now when I tried to launch the game, it will freeze. This happened since a week ago. The only thing that I can see and move around in the game is at the main menu screen where I can select cars and missions. Once I start to play the game, it will freeze in either loading or start driving the car. 

This is the first game of all my years playing in PS3 that encounter such issue. Really disappointed with the performances of the game.